February 19, 2025 • 35 mins
In this episode of the Real Estate Distilled Podcast, Scott and Liz Hack welcome Jake Dixon, founder of The Locker Room, to discuss agent attraction, brokerage growth, and the mindset needed for successful recruiting. Jake shares his journey from professional baseball to real estate coaching and explains why recruiting doesn’t have to feel pushy or salesy. He previews his upcoming keynote at the Real Estate Distilled Independent Broker Forum, where he’ll unveil his five-step system for explosive agent growth.
Jake dives into strategies for identifying the right agents, creating a unique value proposition, and implementing a system that makes recruiting natural and effective. Whether you're a broker looking to scale your team or an agent interested in leadership, this episode is packed with valuable insights. Tune in for expert advice on growing your brokerage the right way!
Links of Interest
https://realestatedistilled.com
https://realestatedistilled.com/indpendent-broker-forum/
https://www.facebook.com/jakedixon29
https://tlrnation.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jake Dixon (00:00):
Didn't want to be a slimy, sleazy. You know what? I
was just Jake, man. And I lovepeople and I love helping them
and win. And if we're meant tobe in business with each other,
great.
If not, that's cool too. Butturns out when you keep the main
thing, the main thing you leavethem wanting more. And now they
start to ask you about things,and it's just this beautiful
recipe. It doesn't have to besome creepy, weird tactic, or at
(00:23):
least not the way I teach it.
Announcer (00:25):
Welcome to the Real Estate Distilled podcast. Get
ready for a smooth pour oninsights on sales, marketing,
lead conversion, and technology.All shaken, stirred, and
perfectly balanced to help yousucceed in real estate. Mixed
(00:47):
just for you.
Liz Hack (00:52):
Hello, and welcome to the Real Estate Distilled
podcast. I am your co host, LizHack. I'm here with Scott Hack,
and like I said, we're yourenthusiastic hosts for Real
Estate Distilled, the podcast,and Real Estate Distilled, the
national conference that'scoming up March. Then we have a
special guest here today thatwill, talk about our pre
(01:13):
conference event. We'll talkmore about that here in a
minute, but we are twenty onedays out from Real Estate
Distilled.
Scott, are you excited? Raiseyour hand.
Scott Hack (01:22):
I am ecstatic. I have both hands raised in the
air. I am raising the roof.
Liz Hack (01:27):
We are very excited about it. We are here with Jake
Dixon, and we're gonna get intowho he is and what he is in just
a minute. But we're thrilledthat he's gonna be with us
during the, independent brokermastermind that is right before
the first full official day ofReal Estate Distilled in March.
Jake, thanks for being here withus.
Jake Dixon (01:49):
Well, thank you for having me. I'm really excited to
be here speaking with you alland even more excited, raising
the roof right alongside Scottto be there in person with you
all in, I believe you said,twenty one days for the event.
Really looking forward to that.Grateful for the opportunity.
Yeah.
Liz Hack (02:05):
We're gonna it's gonna be even closer once this podcast
drops. But as of today, it'stwenty one days. Jake, you are
somebody that's not new to RealEstate Distilled. This will be
your, I think, your secondconference in Louisville,
Kentucky. That's prettyexciting.
But this is the first yearyou're gonna, like, work with
(02:26):
Scott on the on the independentbroker mastermind. But before we
get into that, I wanna hearabout Jake. I wanna hear about,
the locker room. I want to, youknow, where are you all located?
Let's let's get into the meatand potatoes.
Jake Dixon (02:42):
Sure. Sure. I can take that a million different
directions, but,
Liz Hack (02:45):
why did you start what you did? Let's start there.
Like, why why this? You couldhave done anything. Right, Jake?
Why this?
Jake Dixon (02:54):
I think sometimes why this or we could frame it as
why did I choose this or frameit as this chose me. And I'm
gonna go with the latter becausequick history lesson, the locker
room is kind of a play on wordssymbolic because I do have a
background in playing collegeand professional baseball. And
along the way, after enteringthe real workforce, I guess, I
(03:17):
got into real estate and, workedfor a national home builder, did
some other things in between asfar as entrepreneurship and and
starting multiple businesses.And I got my real estate license
again back home in Illinois. AndI joined a little company at the
time called Keller WilliamsRealty and, became the team
leader of that office and gotanother opportunity to relocate
(03:40):
my family to North Carolina tobe the team leader at a
different office.
And that's really where I foundmy calling, my passion, my
purpose to becoming a coach. SoI transitioned into the role of
a productivity coach, within sixmonths. Allegedly, we had the
number one productivity coachingprogram in the company, and I
was documenting my tools andsystems along the way with a
(04:02):
vision of expansion. And so fastforward two years in, and now
all of a sudden, I've got 250other locations plugging into
our tools and platform andresources with the locker room.
And as they say from there, therest is history.
So effective January 2020, Ihave I went out and became brand
agnostic, and now we serveindependent brokerages. We don't
(04:25):
care what, you know, name is onthe front nor back of your
jersey. We just wanna find theright partners and help. And
it's been been a fun, amazingride, and it feels like every
day we're still learning andgrowing just as much as day one.
Liz Hack (04:39):
What a great story. I would love to hear more about
your, your experience as a,baseball player and how that
really supported the growth ofyour your business as an
entrepreneur.
Jake Dixon (04:54):
Oh, man. I I'm I I can give you sports analogies
and metaphors like nobody'sbusiness. Okay?
Liz Hack (05:00):
So, we'll be accepted.
Jake Dixon (05:03):
Yeah. What I will say is this, and nobody can
appreciate this maybe more thanyou two, being there with,
Louisville Slugger in yourbackyard. But I would say it
plays a massive role because ifyou think about it, baseball is
a game of failure. We say that alot. Those in the hall of fame,
at least baseball batters,succeed three out of 10 times.
(05:25):
So it's a game of failure. Iwould also position it this way.
To my knowledge, check me onthis, all you fact checkers out
there, that baseball is also theonly game where the defense is
in control of the ball. That'swhy it's so hard. The defense is
in control of the ball.
Every other sport I can thinkof, the offense is the one in
(05:46):
control of the ball. And so Itake that and apply so many
lessons and principles of whatthe sport taught me and what I I
did later in life running anindoor baseball training
facility, teaching children andyoung adults how to how to play
the game the right way andmaster the fundamentals. And I
carry that forward now into myphilosophy and style of coaching
in real estate.
Liz Hack (06:06):
That's amazing. Yeah. I mean, there's so many ways to,
you know, that people utilizethe sports analogies in when
you're a small business owner,when you're an entrepreneur,
when when you're, a part of ateam. It's it's really I I would
love to hear more about that asas we go through this this
podcast.
Jake Dixon (06:27):
Did you
Liz Hack (06:28):
have a question, Scott?
Scott Hack (06:28):
I did have some very specific questions. So, you
know, this is actually somethingvery personal, but I I just
wanna I wanna know. So, Jake,everyone sees, you know, movies,
and then we we go to the games.And then you've got you know,
you get called out of thebullpen, or I don't know if
you're a starter, if you're aleaver. So I gotta, like, did
you have, like, your walk upmusic?
Like, what did you havenicknames? Did you have
(06:49):
anything, you know, that werefun that you can share that's
that's, general audienceappropriate, that you wanna you
wanna put on to the podcast?Like, like, were they were they
calling for the righty? I don'tI don't are you left handed? You
know, I'm not even sure.
Jake Dixon (07:04):
Okay. This is really funny. You're making me laugh
because I, unfortunately, I'mright handed. Ugh, man. I wish I
was a lefty, and I was astarter.
So my walkout song was prettyheavy metal, hard rock. Right.
So I'll just leave that thereand not creep people out.
Scott Hack (07:24):
Where do you call home, and where is the company's
home?
Jake Dixon (07:28):
Yeah. So I'm coming to you live right now, from
Wisconsin. I call home Wisconsinnow. I'm originally from the
Midwest, Illinois. But now myfamily has settled in Wisconsin
after moving around, living inNorth Carolina, South Carolina,
multiple places, chasingopportunity.
You know? And as the locker roomgrew, we can now operate our
business virtually from,frankly, anywhere. And so we
(07:50):
wanted to move closer to homewith two young kids growing up,
knowing grandmas and grandpas,aunts and uncles, and that sort
of thing, and that's literallywhy we live where we live. But
our business in the footprint isobviously national from, you
know, West Coast to East Coastand everyone everywhere in
between.
Liz Hack (08:08):
Awesome. So and how many years have you been in
business now since 2020? Is thatright?
Jake Dixon (08:13):
Actually, 2016 is when the locker room, was
founded. And so I'd I'd ran withthat that company for a number
of years, but it was 2020 toyour point when I kinda opened
the floodgates and said, I'm I'mnot part of a brand anymore. I'm
willing to serve anyone andeveryone just looking for the
right partnerships.
Liz Hack (08:33):
So is there one or two things that 2025, Jake could
would wanna go back to tell 2016Jake when you were, you know,
getting this off the ground?Like, what what one thing would
you wish you could go back andtell yourself back in 2016?
Jake Dixon (08:51):
That is an amazing question, Liz, and I love that.
And I here's what I would sayjust off the cuff with you. It
took me a number of yearsactually, I was attending a Tony
Robbins UPW event when thissense of clarity finally hit me,
but by then, I was already yearsin to growing the locker room.
(09:11):
And I'll I'll just say, keepleading with your heart because
that got to got you to where youare today, and it'll continue to
take you to where you desire tobe. Keep keep leading with your
heart.
Meaning, don't chase falseidols. Don't let, you know, your
(09:33):
ambition or money or prestigeand recognition change who you
are, nor don't let your mission,be disrupted by people along the
way who might want to containthat vision of yours in a box
and try and talk you out of yourgoals in a sense or try and put
(09:55):
up barriers. Just keep leadingwith your heart, and everything
will be okay and figure itselfout.
Liz Hack (10:00):
I mean, that's some great advice.
Scott Hack (10:02):
Yeah. 100%.
Liz Hack (10:03):
Wonderful advice. Wow. It's something that I'm sure
twenty twenty five Liz needs tohear from twenty thirty five Liz
later on down the road. Well,wonderful. Great.
Well, thank you for that. Let'sswitch gears now. You want to,
Scott, and talk a little bitabout, what to what we can
expect more from Jake at RealEstate Distilled?
Scott Hack (10:26):
Well, you know, we'll have to ask Jake Jake that
specifically, but I can sharethat. I'm excited to have Jake,
keynote our independent brokerforum on March 4. So we're doing
a full day of contentspecifically for independent
brokers. This is something thatwe've done a couple years in a
row. We've hosted them actuallyas separate standalone events as
(10:46):
well.
And one of the things that isreally easy to tell when we're
doing these events is that as abroker, someone that's in charge
of agents, the agent elementbecomes a big talking point of
problems associated, forbrokers. Agents, good or bad,
they need education. They needmotivation, they need
(11:10):
mentorship, they they need thosethings. But none of that matters
if you don't have them. So theother kind of piece of that is
that, you have to bring orattract people into your company
so you can have thoseopportunities to be a mentor, to
teach them.
Jake Dixon (11:25):
Mhmm.
Scott Hack (11:26):
So, Jake is going to speak specifically to that
portion of the the brokerproblem of, bringing people into
your world. So, Jake,
Liz Hack (11:36):
And you've been doing this these masterminds for
years. Right?
Scott Hack (11:41):
Yeah. I have.
Liz Hack (11:41):
And has this been in your you know, Scott is the
broker owner of Finish LineRealty here in Louisville,
Kentucky. Have you seen this bea common thread, of, like, a
topic that is a real pain pointfor independent brokers?
Scott Hack (11:58):
Well, yes. But I I don't think it's independent
broker specific. I mean, it'sjust it's part of the business.
Yeah. You know, if you have acompany that needs to generate
revenue and the function thatreal estate brokerages provide
is doing services and the agentsare the one primarily doing
those services, The agents areindirectly, or or more directly
(12:19):
involved in actually creatingrevenue for the for the company.
So anytime you're able toincrease revenue, you're able to
provide better services. You'reable to pay down debt. You're
able to solve a lot of problems.There's the cliche about, you
know, revenue fixes all issues.It doesn't fix all issues, but
it certainly makes them easierto deal with.
Sure. So, so Jake, is gonna do atalk specifically talking about
(12:42):
recruiting. And I don't Jake andI have not talked about
specifically about what he'sgonna get into. So, Jake, why
don't you give us the, the thethree minute version of what
you're gonna talk about, andthen let's get into some of the
specifics.
Jake Dixon (12:54):
Let's do it. Yeah. So I'll give you the title and
then kinda backtrack as to thewhy and frame this for us here.
So, the title of what I'm gonnabe presenting, during the indie
broker forum is recruit like arock star, the five step system
for explosive growth. Why I'mspecifically choosing this to
speak to and how I evenformulated this content in the
(13:15):
first place was because,obviously, through experience,
but also through intentionality.
About two years ago, if that, Iconduct I went on a on a search.
I went on a mission. I literallyspoke to 100 broker owners that
I was not currently in businesswith to conduct a focus group. I
was doing market research, ifyou will. And I set I went
(13:38):
through a series of questionswith each one of them.
One of those questions was, forexample, hey, Scott. Tell me if
I was an agent, why I shouldconsider joining your company?
In other words, what's yourunique value proposition? How
are you gonna recruit me? And,you know, overwhelming, the
responses were, well, it's thissplit, this cap, this fee, or
(14:00):
let no fee.
It was all superficial stuff.And now I cup coupled that with
the largest pain point I oftenhear, which is agent attraction.
It is recruiting. And I'm like,well, no wonder you're on the
struggle bus. It's there'snothing unique and proprietary
about that.
You're just competing with theJoneses on superficial things
(14:21):
that there's again, there'snothing unique there. So I went
on a quest to help broker ownersactually identify a unique value
proposition and how to turn thatinto their agent attraction
strategy. So some of what we'regonna be talking about here is
walking you through first andforemost, what is the five step
recruiting ladder? Then we'regonna, talk about the
(14:44):
characteristics of a rock starrecruiter and who you need to
become to attract that type ofperson. I'm gonna help you
identify who that ideal agentavatar is that you want to
attract and more importantly,who you don't want to attract.
And then I'm gonna get in somereally crunchy stuff, the
literal five step process that Ipersonally utilized. I I
(15:05):
recruited for three consecutiveyears. I went on 40 recruiting
appointments per month,recruited 10 plus agents every
single month for threeconsecutive years. And on my
exit, I had a two and a half toone conversion ratio, otherwise
known as a 40% conversion ratio.For every two and a half
appointments I went on, Irecruited one of them.
(15:25):
That was number one in theCarolinas region where I was at
the time. And so I'm going toshare all of what I did, not
theory, but exactly what worked,and we're gonna end that on what
I call the consumption model,the agent attraction model, in
other words. I'm going to showyou how when I was laid up sick
and having appendicitis, how Itook the food pyramid and
(15:49):
created a model and a system nowfor recruiting because it's not
about telling agents how greatyou are. It's allowing them to
experience that. And we're gonnacreate this ladder, this
consumption model together withlayer over layer over layer.
So you're giving those greatagents, the ones that fit your
model, items to consume, whichpulls them closer and closer and
(16:12):
closer into your ecosystembecause proximity is power.
Liz Hack (16:17):
I'm excited. Like, I am not even a real estate
broker, and that sounds amazing.Wow. What efficiency that would
be for a broker to be able to tosay this is who I want. This is
who I don't want.
And it just brings such a whichis what every business owner
wants is to be as efficient aspossible. So so how are you
(16:38):
gonna dig into that?
Jake Dixon (16:40):
Yeah. Well, I'm gonna I I give very crunchy,
tangible steps. Every personthere who's willing to play ball
with me and get their jerseydirty is going to be able to
walk out of there and literallygo back home from the conference
and put these items in motionimmediately. Right? And because
what I have found is a lot offolks want even brokers, yes,
brokers too, want that quick fixeasy pill.
(17:03):
And they're they're after thescript or they're after the the
recruiting strategy. And whatyou're gonna see, I'm gonna
start with largely focus on isactually a system. We gotta we
gotta establish a recruitingsystem first, and that's where
those five steps come into play.Then we can worry about the the
(17:24):
what do I say and what am Isupposed to do and all that
stuff. But if you're justwinging it and you don't have a
fundamental system to progresspeople through, I have found
that is one of the the glaringlyobvious omissions from a lot of
leaders recruitment is they justdon't even start with a system
in place first that can scaleand be duplicated.
Scott Hack (17:44):
Jake, I'm gonna, take a step back and then work
my way into this. So you and Ihad the opportunity, you led
along with one of your, yourcoaches, actually through a
coaching fundamental course thatI participated in. And the
course was very eye opening tome because it really helped me
understand, I struggle as acoach. I want to I wanna dig in
(18:09):
and get it done. I have troublestepping back, asking the
question, getting the person tounderstand the issue, and then
figure out and doing itthemselves.
I I really am solution kind ofbased. I wanna throw water on
the fire instead of, you know,helping the person find the
water, and here's the bucket tocarry it, and there's you know,
throw it on the on there. And Iwhen I went through that
(18:29):
coaching fundamentals class, itreally did open my eyes to so
much about the framework ofbasically really leading the
course to water. Right? So Iknow that a lot of the people in
the room are going to bepractitioners that when you were
talking about who's the rightperson that's gonna be doing the
recruiting.
Like, you've not been in thespace that Finish Line Realty
(18:51):
has, but it's a small spacehere. There's a bathroom in it.
Like, I'm the guy that cleansthe toilet. I'm the guy that
takes out the trash. I'm the guythat runs the vacuum cleaner.
Oh, by the way, I'm also the guythat does file compliance and
signs the checks, and I'm alsothe guy that's gonna be going on
those recruiting appointments.So, when we're talking about and
working through this the fivesteps that you're gonna be
(19:13):
sharing, a a lot of it is alsogetting the mindset to figure
out how to ask those questions.Right? Because it's not it's not
that people aren't saying theright thing. They're not
listening enough for the rightthing.
Jake Dixon (19:28):
You you you're spot on, Scott. Couple of things to
that. I when I created this,what now has become a system,
like, I can hang my hat on itbecause I can look back in
hindsight and say, oh, Iactually developed something,
and now I have results to showthat it the proof of concept
speaks for itself. I was alsothat guy. Even at a big box like
Keller Williams, I literallyhave pictures of me being goofy
(19:51):
with a plunger in my hand andsweeping the like, I was doing
all that same stuff that you yousaid, and I figured, like, gosh.
There's gotta be a better way.My sole responsibility here is
to recruit, and yet I'm overhere cleaning toilets. So if I'm
all over the place, this isn'tgonna work. I'm going nowhere
fast, so I had to develop asystem. Systems make the
(20:12):
ordinary extraordinary, and nextthing you knew, we doubled and
so on and so forth, and voila,there you have it.
And so, there there was a secondpart to your question. What oh,
about the art of askingquestions. Just like because
everybody listening to thisright now, even, yes, broker
owners are still, in many ways,agents. We were talking about
that preshow. Many are still inproduction.
(20:33):
I think that's great if youchoose to be. It's not it's
great. And so think about this.What is a great listing
presentation? What's a greatbuyer consultation?
Is it just full of you talking80% of the time selling or
saying how wonderful you are, ordo we flip the script and only
talk 20% of the time and letthem talk 80% of the time?
(20:55):
Because the person who's askingthe most questions is in control
of the conversation. The onewho's doing the most talking,
like I am right now, is doingthe most bonding. Do I want the
other person to bond with me?Yes or yes?
Scott Hack (21:08):
Yes.
Jake Dixon (21:09):
Bond is another way of saying building trust. People
love to talk about themselves.
Liz Hack (21:13):
Yes.
Jake Dixon (21:13):
So the more I learn to shut up and ask great
questions, I'm I'm I'm gettingI'm gathering intel. I get to
learn what do a thorough needsanalysis with that agent sitting
across from me, what theirchallenges, what their pain
points are, the things that arethey're most excited about right
now. And if I just close mymouth and listen and take the
(21:34):
notes, I have all this data nowthat I can circle back to and
recruit them with, and we'regonna I'm gonna talk about that
exact thing, a killer strategythat I, have labeled the
invitation cycle. It is thesingle greatest recruiting hack,
pun intended, Scott Hack, thishack, that I had I had figured
(21:56):
out for myself because I didn'twanna be a slimy, sleazy you
know what? I was just Jake, man.
And I love people, and I lovehelping them and win. And if
we're meant to be in businesswith each other, great. If not,
that's cool too. But turns out,when you keep the main thing the
main thing, you leave themwanting more. And now they start
to ask you about things.
And it's just this beautifulrecipe. It doesn't have to be
(22:18):
some creepy, weird tactic, or atleast not the way I teach it.
Scott Hack (22:23):
That's awesome. I think that, you know, obviously,
we talked about recruiting andbringing revenue into the
brokerage and how that, althoughit does get a, you know, a has a
history or a reputation offixing all issues, doesn't fix
everything. But like I said, itcertainly makes everything
easier. I think everybody canagree to that, that it makes
things easier. One of the thingsabout, you know, recruiting that
(22:45):
I think sometimes people havetrouble with is we came from if
we stay take a step back, mostbrokers and I think a lot of
states are set up this way.
You had to be an agent beforeyou could be a broker. Right? So
most of us as brokers have hadan experience being recruited.
And I think there's something tobe said about what our own
(23:06):
personal experiences were likewhen we were recruited, and we
have these deep seated, like,feelings, like, I don't want to
call someone. I don't wanna dothis.
I don't wanna do that because Idon't wanna be that person.
Liz Hack (23:19):
Because you don't wanna make that person feel like
how you felt That's correct.When you were recruited and it
felt icky. It sound felt icky.Right?
Scott Hack (23:28):
At at times, yeah. And I'm still you know, even
today, you know, I will just goahead and share. I still get
phone calls from people thatwant to recruit not just me, but
the brokerage. They want me tojoin as a team, and they don't
even call me themselves. Like,there's an appointment setter.
And, like, oh, you know, so andso wants to talk to me. I was
like, well, so and so should'vepicked up the phone. You know,
(23:51):
and then I get randomly somehowget put on to some newsletters,
which sometimes have good enoughinfo that I actually read them.
But, again, it's so passive thatthere's no bonding taking place
there. But I do know also, likeI said, it's just mentally
getting over that hump to putyourself out there.
Because at some point, that iswhat you're doing. You're
(24:13):
setting yourself up for thepotential of rejection, and
that's challenging.
Jake Dixon (24:21):
Great book. Everybody needs to go get,
that's kinda around what you'rementioning here is The E Myth
Revisited by Michael Gerber.There's a difference, in other
words, of as he uses the exampleof a lady who is who bakes pies.
I know that's weird, but shebakes she bakes pies, and her
pies are the most amazing piesyou've ever had. And so, of
course, people are saying, oh mygod.
(24:41):
These are amazing, and thedemand is there to the point
where she has what he calls anentrepreneurial seizure and and
says, oh, I guess I should makea a pie business then. Open up a
pie shop. Well, this as thestory goes, just because you're
great at baking pies doesn'tmean you're great at being a pie
business owner. Two verydifferent things. And a lot of
(25:02):
agents who are now callingthemselves broker owners, and I
don't mean this as a knock, butit just is, become in an
independent broker owner, let'ssay, and they never slow down to
take the time to actuallyunderstand how to run the
business operations portion ofthings.
They were just really good atselling homes. And to speak to
the mindset portion, I actuallyspoke about this last year at
(25:24):
the real estate distilled event,shout out. And one of those
models, many of you listeningperhaps have heard of this
before is PTFAR, p t f a r. Andthat stands for how my
programming, otherwise known asmy deep belief system, my
programming, leads to mythoughts. And then my thoughts
lead to my feelings.
And then my feelings lead to myaction, and my action leads to
(25:48):
my results. Well, again, the protip here is reverse the order,
reverse engineer things. Whetheryou're a broker coming to me or
an agent's coming to you or it'show I see something like
recruiting, that's a programmingissue. You have labeled
recruiting as something that itmight not be, and we need to go
(26:08):
back and interrogate theinterrogate that. So if you came
to me and said, Jake, I Ihaven't recruited somebody for
six months.
That's the r. That's the result.What do you think the next set
of questions is that I'm gonnaask? It's the a. Okay.
Well, tell me about what actactivities or actions you've
taken to produce the result youdesire. Well, I'm not. Okay.
(26:28):
Interesting. Next question.
Feelings. When I say the wordfeeling or when I say the word
recruiting rather, what feelingsabout about that word do you
have? Well, it feels gross. Itfeels slimy. It feels whatever.
Interesting. What have whatthoughts do you have that
generate that feeling? So youcan see. I'm just going in the
(26:49):
reverse order. It might havestemmed from this.
Fifteen years ago, when you werean agent slinging it and
everybody in town wanted you tobe be at their brokerage, you
received a call one day from oneof those broker owner headhunter
people people, and you had a badday. You just lost a couple of
deals. Your girlfriend broke upwith you sort of thing, and you
(27:09):
picked up the phone at the wrongtime. And you couldn't get that
slimy, in your mind, slimyrecruiter person off the phone.
And ever since then, you thinkrecruiting equals bad.
Recruiting equals nuisance toothers. We gotta go reprogram
that junk, man, but you've beencarrying around that belief
(27:30):
system and finding evidence tosupport. See? I told you so.
See?
I told you so this entire time.
Liz Hack (27:38):
That's some good stuff right there.
Scott Hack (27:40):
I I didn't even have to lay down on the couch for
that.
Liz Hack (27:42):
Just I feel like I mean, yes. And we're done. That
was amazing. Now I and you canuse that in all sorts of parts
of your your your world or yourlife, just that reprogramming
tip. And I'm sure that doesn'tcome easy to agents or brokers
or just people in general.
So how do you how do you youknow, you've told them once. You
(28:06):
gotta tell them again. You gottatell like, at what point, you
know, do do people get it?
Jake Dixon (28:12):
Right there. And and I don't mean to, like, be all
psychoanalytical. I don't tell.Mhmm. I I show.
I hold up the mirror and remindof the things that you already
said. I ask questions, andthat's the greatest opportunity
from a coach's perspective atleast or any leader out there
who can hear my voice. Stopbeing a professional advice
(28:32):
giver and start asking betterquestions. Because when you ask
a humdinger of a question, nowyou have given me, the
recipient, the power of thought.And when I can come up with my
own solution, my own answer, doyou think for a minute, I'm
gonna be more emotionallyconnected to the action?
Heck yeah.
Scott Hack (28:50):
Yeah.
Jake Dixon (28:50):
It's like me telling my child to go clean her room.
What is the first thing? Theknee jerk reaction is to rebel.
Mhmm. Nope.
I'm gonna stomp my feet. I ain'tdoing it because you told me to.
But if I can help her, quote,unquote, self discover the
benefit of doing that and makingit her idea, not mine, then
she's more likely to take theaction and stay committed to it.
Scott Hack (29:14):
The and that process is exactly what, you know, I
learned that I struggle with,you know, when when I went
through that coachingfundamentals course that you
offered. And it's it was, like Isaid, so eye opening to me
because I had to purposely takea step back to figure out what
question do not do I need to beasking. And when you're really
(29:34):
like, you were talking about,like, the recruiting process,
the helping agents, asking theright question is, like, is more
than 50% of the battle, becauseyou've really do have to
generate that buy in fromsomeone and getting those things
going. Liz, did you haveanything final what you wanted
to get across with Jake? BecauseI've got a couple more things I
wanna dive into, but I wannamake sure I save some time.
Liz Hack (29:55):
Well, we we are running out of time quickly for
this podcast. So, why don't wewrap up with a couple extra
questions going into what we canlook forward to for this year in
in, Real Estate Distilled andand then wrap up. What do you
think?
Scott Hack (30:09):
Okay. So, Jacob, real quick, I wanted to, dive
in. So before we finish up withReal Estate Distilled and the
Independent Broker Forum, I knowyou've got an event that you're
gonna be doing in May in SouthCarolina. So, real quick, wanna
give you an opportunity to shareanyone that's on listening
that's not able to make itdistilled. The next opportunity
to see you in person is gonna bein, is it Greenville?
Jake Dixon (30:31):
Greenville, South Carolina. That's correct. Yep.
Okay.
Scott Hack (30:34):
And
Jake Dixon (30:34):
by the way, thank you for the opportunity to to
mention this. And it is it isspecifically for broker owners
or leaders of brokerages. Nooffense agents. But this is
gonna be a two day event inGreenville, South Carolina, May
First and May 2. We're evengonna go to a minor league
baseball stadium or minor leaguebaseball game rather the first
night, and the event is hostedat the Minor League Baseball
(30:54):
Stadium.
Kinda going on a minor leagueroadshow tour here. But,
anyways, this this particularevent in the spring, we'll have
another one in the fall, isgonna be centered around agent
productivity and giving theexact playbook I used to create
a million dollars of companydollar from brand new agents for
three consecutive years. We'regonna bottle that up, and
everybody's gonna be able towalk out of there again with
(31:16):
crunchy, implementable,actionable items.
Scott Hack (31:19):
And I know that everyone's gonna be at the
Independent Broker Forum, andeveryone's gonna be at Real
Estate Distilled, and they'regonna be able to come up to you
and shake your hand and sayhello, and then you all can
exchange contact info that way.But for those that make the
mistake of not being there, howwould someone find you?
Jake Dixon (31:34):
Yeah. It would be a mistake, first of all. I will
echo that. If you're not at RealEstate Distilled and Indie
Broker Forum, you're missingout. What are you doing?
Get off the couch. Get there.Let's go. However, if you wanna
connect with me, honestly, thebest way is, social media. I I'm
on I'm on there all the time,specifically Facebook.
I don't know if that makes meold, but it's It makes
Scott Hack (31:54):
you smart. It makes you smart because that's what I
get to.
Liz Hack (31:56):
We're in the club for sure.
Jake Dixon (31:58):
Yeah. Look me up. Facebook.com/jakedickson20nine.
Hit me up.
Scott Hack (32:03):
Jake dickson twenty nine. Okay. And for right now,
and this has been a joke withwith Jake and I, it says Jacob
Dixon. So if you find JacobDixon, you found the right
person?
Jake Dixon (32:14):
Just yes. It is Jacob, but only my mom or my
sisters call me that, especiallywhen I'm in trouble. So Scott's
all over my back right now, thiswhole Jacob thing, but I had to
do it to get the blue checkmark. Alright?
Liz Hack (32:27):
Is 29 your your old number?
Jake Dixon (32:30):
It is. It is. It was my baseball number. Yep.
Liz Hack (32:32):
29.
Scott Hack (32:33):
Look look at you go, Lou.
Liz Hack (32:35):
Maybe maybe we can find his old his his, walkout
music for the conference.
Scott Hack (32:40):
He didn't tell us exactly what it was.
Liz Hack (32:42):
Think we could probably do some digging.
Scott Hack (32:43):
You think?
Jake Dixon (32:44):
I'll tell you offline. I'll just speak to
everybody, and I'll they'rethey're judging me enough
already. Okay?
Scott Hack (32:49):
Alright. Anything else that you wanted to, be sure
that we share with our audience,Jake, Liz? Anybody have anything
they wanna share?
Liz Hack (32:58):
Well It's on YouTube. Yeah.
Jake Dixon (33:00):
I'll just say, I I all kidding aside, guys, if
you're if you're even on thefence about coming to distilled
or or the indie forum be the daybefore distilled starts, don't
think twice about it. I know itcan be easy for me to say, but
going on two years in a row now,these events are so important.
Yes. You're gonna learn a ton ofgreat information from amazing
(33:21):
speakers from all over theplace. But I know Scott and
Liz's heart, and this is moreabout the networking and the
connection and taking onlinerelationships offline and being
able to just hug your neck andhigh five you and look in the
eyes.
There's just man, in a worldwhere we're so digital and
artificial intelligence andeverything, don't miss out on
this human connection. Yourfuture self is thanking you for
(33:43):
sacrificing and spending thecouple of days away from home to
be there. Just do do whatever ittakes to get there every year,
not just this year.
Liz Hack (33:51):
There's nothing better than face to face. There really
isn't, and that's that's whatwe've built this community on.
Scott Hack (33:56):
Yep. Alright. So thank you everybody for joining
us for another episode of theReal Estate Distilled podcast.
We appreciate you coming alongon this journey with us as we
shared some information fromJake and gave you a little bit
of a taste of his talk for thereal estate distilled
independent broker form thatwe're gonna be doing. Again, you
can visit Jake on Facebook, JakeDixon twenty nine, or you can
(34:19):
look up and Google the lockerroom coaching and find Jake
there.
We'll have his link down belowin the show notes. I'm going to
sign off. Thank you all againfor joining us. Scott Hack with
Lizack here. We'll see talk toyou all soon.
Liz Hack (34:31):
Thanks, guys.
Announcer (34:34):
That's a wrap for this episode of the Real Estate
Distilled podcast. Visitrealestatedistill.com for more
tips, and jump into our Facebookgroup to keep the conversation
going. Here's to making everytransaction a smooth pour.
(34:54):
Cheers.
Didn't want to be a slimy, sleazy. You know what? I
was just Jake, man. And I lovepeople and I love helping them
and win. And if we're meant tobe in business with each other,
great.
If not, that's cool too. Butturns out when you keep the main
thing, the main thing you leavethem wanting more. And now they
start to ask you about things,and it's just this beautiful
recipe. It doesn't have to besome creepy, weird tactic, or at
(00:23):
least not the way I teach it.
Announcer (00:25):
Welcome to the Real Estate Distilled podcast. Get
ready for a smooth pour oninsights on sales, marketing,
lead conversion, and technology.All shaken, stirred, and
perfectly balanced to help yousucceed in real estate. Mixed
(00:47):
just for you.
Liz Hack (00:52):
Hello, and welcome to the Real Estate Distilled
podcast. I am your co host, LizHack. I'm here with Scott Hack,
and like I said, we're yourenthusiastic hosts for Real
Estate Distilled, the podcast,and Real Estate Distilled, the
national conference that'scoming up March. Then we have a
special guest here today thatwill, talk about our pre
(01:13):
conference event. We'll talkmore about that here in a
minute, but we are twenty onedays out from Real Estate
Distilled.
Scott, are you excited? Raiseyour hand.
Scott Hack (01:22):
I am ecstatic. I have both hands raised in the
air. I am raising the roof.
Liz Hack (01:27):
We are very excited about it. We are here with Jake
Dixon, and we're gonna get intowho he is and what he is in just
a minute. But we're thrilledthat he's gonna be with us
during the, independent brokermastermind that is right before
the first full official day ofReal Estate Distilled in March.
Jake, thanks for being here withus.
Jake Dixon (01:49):
Well, thank you for having me. I'm really excited to
be here speaking with you alland even more excited, raising
the roof right alongside Scottto be there in person with you
all in, I believe you said,twenty one days for the event.
Really looking forward to that.Grateful for the opportunity.
Yeah.
Liz Hack (02:05):
We're gonna it's gonna be even closer once this podcast
drops. But as of today, it'stwenty one days. Jake, you are
somebody that's not new to RealEstate Distilled. This will be
your, I think, your secondconference in Louisville,
Kentucky. That's prettyexciting.
But this is the first yearyou're gonna, like, work with
(02:26):
Scott on the on the independentbroker mastermind. But before we
get into that, I wanna hearabout Jake. I wanna hear about,
the locker room. I want to, youknow, where are you all located?
Let's let's get into the meatand potatoes.
Jake Dixon (02:42):
Sure. Sure. I can take that a million different
directions, but,
Liz Hack (02:45):
why did you start what you did? Let's start there.
Like, why why this? You couldhave done anything. Right, Jake?
Why this?
Jake Dixon (02:54):
I think sometimes why this or we could frame it as
why did I choose this or frameit as this chose me. And I'm
gonna go with the latter becausequick history lesson, the locker
room is kind of a play on wordssymbolic because I do have a
background in playing collegeand professional baseball. And
along the way, after enteringthe real workforce, I guess, I
(03:17):
got into real estate and, workedfor a national home builder, did
some other things in between asfar as entrepreneurship and and
starting multiple businesses.And I got my real estate license
again back home in Illinois. AndI joined a little company at the
time called Keller WilliamsRealty and, became the team
leader of that office and gotanother opportunity to relocate
(03:40):
my family to North Carolina tobe the team leader at a
different office.
And that's really where I foundmy calling, my passion, my
purpose to becoming a coach. SoI transitioned into the role of
a productivity coach, within sixmonths. Allegedly, we had the
number one productivity coachingprogram in the company, and I
was documenting my tools andsystems along the way with a
(04:02):
vision of expansion. And so fastforward two years in, and now
all of a sudden, I've got 250other locations plugging into
our tools and platform andresources with the locker room.
And as they say from there, therest is history.
So effective January 2020, Ihave I went out and became brand
agnostic, and now we serveindependent brokerages. We don't
(04:25):
care what, you know, name is onthe front nor back of your
jersey. We just wanna find theright partners and help. And
it's been been a fun, amazingride, and it feels like every
day we're still learning andgrowing just as much as day one.
Liz Hack (04:39):
What a great story. I would love to hear more about
your, your experience as a,baseball player and how that
really supported the growth ofyour your business as an
entrepreneur.
Jake Dixon (04:54):
Oh, man. I I'm I I can give you sports analogies
and metaphors like nobody'sbusiness. Okay?
Liz Hack (05:00):
So, we'll be accepted.
Jake Dixon (05:03):
Yeah. What I will say is this, and nobody can
appreciate this maybe more thanyou two, being there with,
Louisville Slugger in yourbackyard. But I would say it
plays a massive role because ifyou think about it, baseball is
a game of failure. We say that alot. Those in the hall of fame,
at least baseball batters,succeed three out of 10 times.
(05:25):
So it's a game of failure. Iwould also position it this way.
To my knowledge, check me onthis, all you fact checkers out
there, that baseball is also theonly game where the defense is
in control of the ball. That'swhy it's so hard. The defense is
in control of the ball.
Every other sport I can thinkof, the offense is the one in
(05:46):
control of the ball. And so Itake that and apply so many
lessons and principles of whatthe sport taught me and what I I
did later in life running anindoor baseball training
facility, teaching children andyoung adults how to how to play
the game the right way andmaster the fundamentals. And I
carry that forward now into myphilosophy and style of coaching
in real estate.
Liz Hack (06:06):
That's amazing. Yeah. I mean, there's so many ways to,
you know, that people utilizethe sports analogies in when
you're a small business owner,when you're an entrepreneur,
when when you're, a part of ateam. It's it's really I I would
love to hear more about that asas we go through this this
podcast.
Jake Dixon (06:27):
Did you
Liz Hack (06:28):
have a question, Scott?
Scott Hack (06:28):
I did have some very specific questions. So, you
know, this is actually somethingvery personal, but I I just
wanna I wanna know. So, Jake,everyone sees, you know, movies,
and then we we go to the games.And then you've got you know,
you get called out of thebullpen, or I don't know if
you're a starter, if you're aleaver. So I gotta, like, did
you have, like, your walk upmusic?
Like, what did you havenicknames? Did you have
(06:49):
anything, you know, that werefun that you can share that's
that's, general audienceappropriate, that you wanna you
wanna put on to the podcast?Like, like, were they were they
calling for the righty? I don'tI don't are you left handed? You
know, I'm not even sure.
Jake Dixon (07:04):
Okay. This is really funny. You're making me laugh
because I, unfortunately, I'mright handed. Ugh, man. I wish I
was a lefty, and I was astarter.
So my walkout song was prettyheavy metal, hard rock. Right.
So I'll just leave that thereand not creep people out.
Scott Hack (07:24):
Where do you call home, and where is the company's
home?
Jake Dixon (07:28):
Yeah. So I'm coming to you live right now, from
Wisconsin. I call home Wisconsinnow. I'm originally from the
Midwest, Illinois. But now myfamily has settled in Wisconsin
after moving around, living inNorth Carolina, South Carolina,
multiple places, chasingopportunity.
You know? And as the locker roomgrew, we can now operate our
business virtually from,frankly, anywhere. And so we
(07:50):
wanted to move closer to homewith two young kids growing up,
knowing grandmas and grandpas,aunts and uncles, and that sort
of thing, and that's literallywhy we live where we live. But
our business in the footprint isobviously national from, you
know, West Coast to East Coastand everyone everywhere in
between.
Liz Hack (08:08):
Awesome. So and how many years have you been in
business now since 2020? Is thatright?
Jake Dixon (08:13):
Actually, 2016 is when the locker room, was
founded. And so I'd I'd ran withthat that company for a number
of years, but it was 2020 toyour point when I kinda opened
the floodgates and said, I'm I'mnot part of a brand anymore. I'm
willing to serve anyone andeveryone just looking for the
right partnerships.
Liz Hack (08:33):
So is there one or two things that 2025, Jake could
would wanna go back to tell 2016Jake when you were, you know,
getting this off the ground?Like, what what one thing would
you wish you could go back andtell yourself back in 2016?
Jake Dixon (08:51):
That is an amazing question, Liz, and I love that.
And I here's what I would sayjust off the cuff with you. It
took me a number of yearsactually, I was attending a Tony
Robbins UPW event when thissense of clarity finally hit me,
but by then, I was already yearsin to growing the locker room.
(09:11):
And I'll I'll just say, keepleading with your heart because
that got to got you to where youare today, and it'll continue to
take you to where you desire tobe. Keep keep leading with your
heart.
Meaning, don't chase falseidols. Don't let, you know, your
(09:33):
ambition or money or prestigeand recognition change who you
are, nor don't let your mission,be disrupted by people along the
way who might want to containthat vision of yours in a box
and try and talk you out of yourgoals in a sense or try and put
(09:55):
up barriers. Just keep leadingwith your heart, and everything
will be okay and figure itselfout.
Liz Hack (10:00):
I mean, that's some great advice.
Scott Hack (10:02):
Yeah. 100%.
Liz Hack (10:03):
Wonderful advice. Wow. It's something that I'm sure
twenty twenty five Liz needs tohear from twenty thirty five Liz
later on down the road. Well,wonderful. Great.
Well, thank you for that. Let'sswitch gears now. You want to,
Scott, and talk a little bitabout, what to what we can
expect more from Jake at RealEstate Distilled?
Scott Hack (10:26):
Well, you know, we'll have to ask Jake Jake that
specifically, but I can sharethat. I'm excited to have Jake,
keynote our independent brokerforum on March 4. So we're doing
a full day of contentspecifically for independent
brokers. This is something thatwe've done a couple years in a
row. We've hosted them actuallyas separate standalone events as
(10:46):
well.
And one of the things that isreally easy to tell when we're
doing these events is that as abroker, someone that's in charge
of agents, the agent elementbecomes a big talking point of
problems associated, forbrokers. Agents, good or bad,
they need education. They needmotivation, they need
(11:10):
mentorship, they they need thosethings. But none of that matters
if you don't have them. So theother kind of piece of that is
that, you have to bring orattract people into your company
so you can have thoseopportunities to be a mentor, to
teach them.
Jake Dixon (11:25):
Mhmm.
Scott Hack (11:26):
So, Jake is going to speak specifically to that
portion of the the brokerproblem of, bringing people into
your world. So, Jake,
Liz Hack (11:36):
And you've been doing this these masterminds for
years. Right?
Scott Hack (11:41):
Yeah. I have.
Liz Hack (11:41):
And has this been in your you know, Scott is the
broker owner of Finish LineRealty here in Louisville,
Kentucky. Have you seen this bea common thread, of, like, a
topic that is a real pain pointfor independent brokers?
Scott Hack (11:58):
Well, yes. But I I don't think it's independent
broker specific. I mean, it'sjust it's part of the business.
Yeah. You know, if you have acompany that needs to generate
revenue and the function thatreal estate brokerages provide
is doing services and the agentsare the one primarily doing
those services, The agents areindirectly, or or more directly
(12:19):
involved in actually creatingrevenue for the for the company.
So anytime you're able toincrease revenue, you're able to
provide better services. You'reable to pay down debt. You're
able to solve a lot of problems.There's the cliche about, you
know, revenue fixes all issues.It doesn't fix all issues, but
it certainly makes them easierto deal with.
Sure. So, so Jake, is gonna do atalk specifically talking about
(12:42):
recruiting. And I don't Jake andI have not talked about
specifically about what he'sgonna get into. So, Jake, why
don't you give us the, the thethree minute version of what
you're gonna talk about, andthen let's get into some of the
specifics.
Jake Dixon (12:54):
Let's do it. Yeah. So I'll give you the title and
then kinda backtrack as to thewhy and frame this for us here.
So, the title of what I'm gonnabe presenting, during the indie
broker forum is recruit like arock star, the five step system
for explosive growth. Why I'mspecifically choosing this to
speak to and how I evenformulated this content in the
(13:15):
first place was because,obviously, through experience,
but also through intentionality.
About two years ago, if that, Iconduct I went on a on a search.
I went on a mission. I literallyspoke to 100 broker owners that
I was not currently in businesswith to conduct a focus group. I
was doing market research, ifyou will. And I set I went
(13:38):
through a series of questionswith each one of them.
One of those questions was, forexample, hey, Scott. Tell me if
I was an agent, why I shouldconsider joining your company?
In other words, what's yourunique value proposition? How
are you gonna recruit me? And,you know, overwhelming, the
responses were, well, it's thissplit, this cap, this fee, or
(14:00):
let no fee.
It was all superficial stuff.And now I cup coupled that with
the largest pain point I oftenhear, which is agent attraction.
It is recruiting. And I'm like,well, no wonder you're on the
struggle bus. It's there'snothing unique and proprietary
about that.
You're just competing with theJoneses on superficial things
(14:21):
that there's again, there'snothing unique there. So I went
on a quest to help broker ownersactually identify a unique value
proposition and how to turn thatinto their agent attraction
strategy. So some of what we'regonna be talking about here is
walking you through first andforemost, what is the five step
recruiting ladder? Then we'regonna, talk about the
(14:44):
characteristics of a rock starrecruiter and who you need to
become to attract that type ofperson. I'm gonna help you
identify who that ideal agentavatar is that you want to
attract and more importantly,who you don't want to attract.
And then I'm gonna get in somereally crunchy stuff, the
literal five step process that Ipersonally utilized. I I
(15:05):
recruited for three consecutiveyears. I went on 40 recruiting
appointments per month,recruited 10 plus agents every
single month for threeconsecutive years. And on my
exit, I had a two and a half toone conversion ratio, otherwise
known as a 40% conversion ratio.For every two and a half
appointments I went on, Irecruited one of them.
(15:25):
That was number one in theCarolinas region where I was at
the time. And so I'm going toshare all of what I did, not
theory, but exactly what worked,and we're gonna end that on what
I call the consumption model,the agent attraction model, in
other words. I'm going to showyou how when I was laid up sick
and having appendicitis, how Itook the food pyramid and
(15:49):
created a model and a system nowfor recruiting because it's not
about telling agents how greatyou are. It's allowing them to
experience that. And we're gonnacreate this ladder, this
consumption model together withlayer over layer over layer.
So you're giving those greatagents, the ones that fit your
model, items to consume, whichpulls them closer and closer and
(16:12):
closer into your ecosystembecause proximity is power.
Liz Hack (16:17):
I'm excited. Like, I am not even a real estate
broker, and that sounds amazing.Wow. What efficiency that would
be for a broker to be able to tosay this is who I want. This is
who I don't want.
And it just brings such a whichis what every business owner
wants is to be as efficient aspossible. So so how are you
(16:38):
gonna dig into that?
Jake Dixon (16:40):
Yeah. Well, I'm gonna I I give very crunchy,
tangible steps. Every personthere who's willing to play ball
with me and get their jerseydirty is going to be able to
walk out of there and literallygo back home from the conference
and put these items in motionimmediately. Right? And because
what I have found is a lot offolks want even brokers, yes,
brokers too, want that quick fixeasy pill.
(17:03):
And they're they're after thescript or they're after the the
recruiting strategy. And whatyou're gonna see, I'm gonna
start with largely focus on isactually a system. We gotta we
gotta establish a recruitingsystem first, and that's where
those five steps come into play.Then we can worry about the the
(17:24):
what do I say and what am Isupposed to do and all that
stuff. But if you're justwinging it and you don't have a
fundamental system to progresspeople through, I have found
that is one of the the glaringlyobvious omissions from a lot of
leaders recruitment is they justdon't even start with a system
in place first that can scaleand be duplicated.
Scott Hack (17:44):
Jake, I'm gonna, take a step back and then work
my way into this. So you and Ihad the opportunity, you led
along with one of your, yourcoaches, actually through a
coaching fundamental course thatI participated in. And the
course was very eye opening tome because it really helped me
understand, I struggle as acoach. I want to I wanna dig in
(18:09):
and get it done. I have troublestepping back, asking the
question, getting the person tounderstand the issue, and then
figure out and doing itthemselves.
I I really am solution kind ofbased. I wanna throw water on
the fire instead of, you know,helping the person find the
water, and here's the bucket tocarry it, and there's you know,
throw it on the on there. And Iwhen I went through that
(18:29):
coaching fundamentals class, itreally did open my eyes to so
much about the framework ofbasically really leading the
course to water. Right? So Iknow that a lot of the people in
the room are going to bepractitioners that when you were
talking about who's the rightperson that's gonna be doing the
recruiting.
Like, you've not been in thespace that Finish Line Realty
(18:51):
has, but it's a small spacehere. There's a bathroom in it.
Like, I'm the guy that cleansthe toilet. I'm the guy that
takes out the trash. I'm the guythat runs the vacuum cleaner.
Oh, by the way, I'm also the guythat does file compliance and
signs the checks, and I'm alsothe guy that's gonna be going on
those recruiting appointments.So, when we're talking about and
working through this the fivesteps that you're gonna be
(19:13):
sharing, a a lot of it is alsogetting the mindset to figure
out how to ask those questions.Right? Because it's not it's not
that people aren't saying theright thing. They're not
listening enough for the rightthing.
Jake Dixon (19:28):
You you you're spot on, Scott. Couple of things to
that. I when I created this,what now has become a system,
like, I can hang my hat on itbecause I can look back in
hindsight and say, oh, Iactually developed something,
and now I have results to showthat it the proof of concept
speaks for itself. I was alsothat guy. Even at a big box like
Keller Williams, I literallyhave pictures of me being goofy
(19:51):
with a plunger in my hand andsweeping the like, I was doing
all that same stuff that you yousaid, and I figured, like, gosh.
There's gotta be a better way.My sole responsibility here is
to recruit, and yet I'm overhere cleaning toilets. So if I'm
all over the place, this isn'tgonna work. I'm going nowhere
fast, so I had to develop asystem. Systems make the
(20:12):
ordinary extraordinary, and nextthing you knew, we doubled and
so on and so forth, and voila,there you have it.
And so, there there was a secondpart to your question. What oh,
about the art of askingquestions. Just like because
everybody listening to thisright now, even, yes, broker
owners are still, in many ways,agents. We were talking about
that preshow. Many are still inproduction.
(20:33):
I think that's great if youchoose to be. It's not it's
great. And so think about this.What is a great listing
presentation? What's a greatbuyer consultation?
Is it just full of you talking80% of the time selling or
saying how wonderful you are, ordo we flip the script and only
talk 20% of the time and letthem talk 80% of the time?
(20:55):
Because the person who's askingthe most questions is in control
of the conversation. The onewho's doing the most talking,
like I am right now, is doingthe most bonding. Do I want the
other person to bond with me?Yes or yes?
Scott Hack (21:08):
Yes.
Jake Dixon (21:09):
Bond is another way of saying building trust. People
love to talk about themselves.
Liz Hack (21:13):
Yes.
Jake Dixon (21:13):
So the more I learn to shut up and ask great
questions, I'm I'm I'm gettingI'm gathering intel. I get to
learn what do a thorough needsanalysis with that agent sitting
across from me, what theirchallenges, what their pain
points are, the things that arethey're most excited about right
now. And if I just close mymouth and listen and take the
(21:34):
notes, I have all this data nowthat I can circle back to and
recruit them with, and we'regonna I'm gonna talk about that
exact thing, a killer strategythat I, have labeled the
invitation cycle. It is thesingle greatest recruiting hack,
pun intended, Scott Hack, thishack, that I had I had figured
(21:56):
out for myself because I didn'twanna be a slimy, sleazy you
know what? I was just Jake, man.
And I love people, and I lovehelping them and win. And if
we're meant to be in businesswith each other, great. If not,
that's cool too. But turns out,when you keep the main thing the
main thing, you leave themwanting more. And now they start
to ask you about things.
And it's just this beautifulrecipe. It doesn't have to be
(22:18):
some creepy, weird tactic, or atleast not the way I teach it.
Scott Hack (22:23):
That's awesome. I think that, you know, obviously,
we talked about recruiting andbringing revenue into the
brokerage and how that, althoughit does get a, you know, a has a
history or a reputation offixing all issues, doesn't fix
everything. But like I said, itcertainly makes everything
easier. I think everybody canagree to that, that it makes
things easier. One of the thingsabout, you know, recruiting that
(22:45):
I think sometimes people havetrouble with is we came from if
we stay take a step back, mostbrokers and I think a lot of
states are set up this way.
You had to be an agent beforeyou could be a broker. Right? So
most of us as brokers have hadan experience being recruited.
And I think there's something tobe said about what our own
(23:06):
personal experiences were likewhen we were recruited, and we
have these deep seated, like,feelings, like, I don't want to
call someone. I don't wanna dothis.
I don't wanna do that because Idon't wanna be that person.
Liz Hack (23:19):
Because you don't wanna make that person feel like
how you felt That's correct.When you were recruited and it
felt icky. It sound felt icky.Right?
Scott Hack (23:28):
At at times, yeah. And I'm still you know, even
today, you know, I will just goahead and share. I still get
phone calls from people thatwant to recruit not just me, but
the brokerage. They want me tojoin as a team, and they don't
even call me themselves. Like,there's an appointment setter.
And, like, oh, you know, so andso wants to talk to me. I was
like, well, so and so should'vepicked up the phone. You know,
(23:51):
and then I get randomly somehowget put on to some newsletters,
which sometimes have good enoughinfo that I actually read them.
But, again, it's so passive thatthere's no bonding taking place
there. But I do know also, likeI said, it's just mentally
getting over that hump to putyourself out there.
Because at some point, that iswhat you're doing. You're
(24:13):
setting yourself up for thepotential of rejection, and
that's challenging.
Jake Dixon (24:21):
Great book. Everybody needs to go get,
that's kinda around what you'rementioning here is The E Myth
Revisited by Michael Gerber.There's a difference, in other
words, of as he uses the exampleof a lady who is who bakes pies.
I know that's weird, but shebakes she bakes pies, and her
pies are the most amazing piesyou've ever had. And so, of
course, people are saying, oh mygod.
(24:41):
These are amazing, and thedemand is there to the point
where she has what he calls anentrepreneurial seizure and and
says, oh, I guess I should makea a pie business then. Open up a
pie shop. Well, this as thestory goes, just because you're
great at baking pies doesn'tmean you're great at being a pie
business owner. Two verydifferent things. And a lot of
(25:02):
agents who are now callingthemselves broker owners, and I
don't mean this as a knock, butit just is, become in an
independent broker owner, let'ssay, and they never slow down to
take the time to actuallyunderstand how to run the
business operations portion ofthings.
They were just really good atselling homes. And to speak to
the mindset portion, I actuallyspoke about this last year at
(25:24):
the real estate distilled event,shout out. And one of those
models, many of you listeningperhaps have heard of this
before is PTFAR, p t f a r. Andthat stands for how my
programming, otherwise known asmy deep belief system, my
programming, leads to mythoughts. And then my thoughts
lead to my feelings.
And then my feelings lead to myaction, and my action leads to
(25:48):
my results. Well, again, the protip here is reverse the order,
reverse engineer things. Whetheryou're a broker coming to me or
an agent's coming to you or it'show I see something like
recruiting, that's a programmingissue. You have labeled
recruiting as something that itmight not be, and we need to go
(26:08):
back and interrogate theinterrogate that. So if you came
to me and said, Jake, I Ihaven't recruited somebody for
six months.
That's the r. That's the result.What do you think the next set
of questions is that I'm gonnaask? It's the a. Okay.
Well, tell me about what actactivities or actions you've
taken to produce the result youdesire. Well, I'm not. Okay.
(26:28):
Interesting. Next question.
Feelings. When I say the wordfeeling or when I say the word
recruiting rather, what feelingsabout about that word do you
have? Well, it feels gross. Itfeels slimy. It feels whatever.
Interesting. What have whatthoughts do you have that
generate that feeling? So youcan see. I'm just going in the
(26:49):
reverse order. It might havestemmed from this.
Fifteen years ago, when you werean agent slinging it and
everybody in town wanted you tobe be at their brokerage, you
received a call one day from oneof those broker owner headhunter
people people, and you had a badday. You just lost a couple of
deals. Your girlfriend broke upwith you sort of thing, and you
(27:09):
picked up the phone at the wrongtime. And you couldn't get that
slimy, in your mind, slimyrecruiter person off the phone.
And ever since then, you thinkrecruiting equals bad.
Recruiting equals nuisance toothers. We gotta go reprogram
that junk, man, but you've beencarrying around that belief
(27:30):
system and finding evidence tosupport. See? I told you so.
See?
I told you so this entire time.
Liz Hack (27:38):
That's some good stuff right there.
Scott Hack (27:40):
I I didn't even have to lay down on the couch for
that.
Liz Hack (27:42):
Just I feel like I mean, yes. And we're done. That
was amazing. Now I and you canuse that in all sorts of parts
of your your your world or yourlife, just that reprogramming
tip. And I'm sure that doesn'tcome easy to agents or brokers
or just people in general.
So how do you how do you youknow, you've told them once. You
(28:06):
gotta tell them again. You gottatell like, at what point, you
know, do do people get it?
Jake Dixon (28:12):
Right there. And and I don't mean to, like, be all
psychoanalytical. I don't tell.Mhmm. I I show.
I hold up the mirror and remindof the things that you already
said. I ask questions, andthat's the greatest opportunity
from a coach's perspective atleast or any leader out there
who can hear my voice. Stopbeing a professional advice
(28:32):
giver and start asking betterquestions. Because when you ask
a humdinger of a question, nowyou have given me, the
recipient, the power of thought.And when I can come up with my
own solution, my own answer, doyou think for a minute, I'm
gonna be more emotionallyconnected to the action?
Heck yeah.
Scott Hack (28:50):
Yeah.
Jake Dixon (28:50):
It's like me telling my child to go clean her room.
What is the first thing? Theknee jerk reaction is to rebel.
Mhmm. Nope.
I'm gonna stomp my feet. I ain'tdoing it because you told me to.
But if I can help her, quote,unquote, self discover the
benefit of doing that and makingit her idea, not mine, then
she's more likely to take theaction and stay committed to it.
Scott Hack (29:14):
The and that process is exactly what, you know, I
learned that I struggle with,you know, when when I went
through that coachingfundamentals course that you
offered. And it's it was, like Isaid, so eye opening to me
because I had to purposely takea step back to figure out what
question do not do I need to beasking. And when you're really
(29:34):
like, you were talking about,like, the recruiting process,
the helping agents, asking theright question is, like, is more
than 50% of the battle, becauseyou've really do have to
generate that buy in fromsomeone and getting those things
going. Liz, did you haveanything final what you wanted
to get across with Jake? BecauseI've got a couple more things I
wanna dive into, but I wannamake sure I save some time.
Liz Hack (29:55):
Well, we we are running out of time quickly for
this podcast. So, why don't wewrap up with a couple extra
questions going into what we canlook forward to for this year in
in, Real Estate Distilled andand then wrap up. What do you
think?
Scott Hack (30:09):
Okay. So, Jacob, real quick, I wanted to, dive
in. So before we finish up withReal Estate Distilled and the
Independent Broker Forum, I knowyou've got an event that you're
gonna be doing in May in SouthCarolina. So, real quick, wanna
give you an opportunity to shareanyone that's on listening
that's not able to make itdistilled. The next opportunity
to see you in person is gonna bein, is it Greenville?
Jake Dixon (30:31):
Greenville, South Carolina. That's correct. Yep.
Okay.
Scott Hack (30:34):
And
Jake Dixon (30:34):
by the way, thank you for the opportunity to to
mention this. And it is it isspecifically for broker owners
or leaders of brokerages. Nooffense agents. But this is
gonna be a two day event inGreenville, South Carolina, May
First and May 2. We're evengonna go to a minor league
baseball stadium or minor leaguebaseball game rather the first
night, and the event is hostedat the Minor League Baseball
(30:54):
Stadium.
Kinda going on a minor leagueroadshow tour here. But,
anyways, this this particularevent in the spring, we'll have
another one in the fall, isgonna be centered around agent
productivity and giving theexact playbook I used to create
a million dollars of companydollar from brand new agents for
three consecutive years. We'regonna bottle that up, and
everybody's gonna be able towalk out of there again with
(31:16):
crunchy, implementable,actionable items.
Scott Hack (31:19):
And I know that everyone's gonna be at the
Independent Broker Forum, andeveryone's gonna be at Real
Estate Distilled, and they'regonna be able to come up to you
and shake your hand and sayhello, and then you all can
exchange contact info that way.But for those that make the
mistake of not being there, howwould someone find you?
Jake Dixon (31:34):
Yeah. It would be a mistake, first of all. I will
echo that. If you're not at RealEstate Distilled and Indie
Broker Forum, you're missingout. What are you doing?
Get off the couch. Get there.Let's go. However, if you wanna
connect with me, honestly, thebest way is, social media. I I'm
on I'm on there all the time,specifically Facebook.
I don't know if that makes meold, but it's It makes
Scott Hack (31:54):
you smart. It makes you smart because that's what I
get to.
Liz Hack (31:56):
We're in the club for sure.
Jake Dixon (31:58):
Yeah. Look me up. Facebook.com/jakedickson20nine.
Hit me up.
Scott Hack (32:03):
Jake dickson twenty nine. Okay. And for right now,
and this has been a joke withwith Jake and I, it says Jacob
Dixon. So if you find JacobDixon, you found the right
person?
Jake Dixon (32:14):
Just yes. It is Jacob, but only my mom or my
sisters call me that, especiallywhen I'm in trouble. So Scott's
all over my back right now, thiswhole Jacob thing, but I had to
do it to get the blue checkmark. Alright?
Liz Hack (32:27):
Is 29 your your old number?
Jake Dixon (32:30):
It is. It is. It was my baseball number. Yep.
Liz Hack (32:32):
29.
Scott Hack (32:33):
Look look at you go, Lou.
Liz Hack (32:35):
Maybe maybe we can find his old his his, walkout
music for the conference.
Scott Hack (32:40):
He didn't tell us exactly what it was.
Liz Hack (32:42):
Think we could probably do some digging.
Scott Hack (32:43):
You think?
Jake Dixon (32:44):
I'll tell you offline. I'll just speak to
everybody, and I'll they'rethey're judging me enough
already. Okay?
Scott Hack (32:49):
Alright. Anything else that you wanted to, be sure
that we share with our audience,Jake, Liz? Anybody have anything
they wanna share?
Liz Hack (32:58):
Well It's on YouTube. Yeah.
Jake Dixon (33:00):
I'll just say, I I all kidding aside, guys, if
you're if you're even on thefence about coming to distilled
or or the indie forum be the daybefore distilled starts, don't
think twice about it. I know itcan be easy for me to say, but
going on two years in a row now,these events are so important.
Yes. You're gonna learn a ton ofgreat information from amazing
(33:21):
speakers from all over theplace. But I know Scott and
Liz's heart, and this is moreabout the networking and the
connection and taking onlinerelationships offline and being
able to just hug your neck andhigh five you and look in the
eyes.
There's just man, in a worldwhere we're so digital and
artificial intelligence andeverything, don't miss out on
this human connection. Yourfuture self is thanking you for
(33:43):
sacrificing and spending thecouple of days away from home to
be there. Just do do whatever ittakes to get there every year,
not just this year.
Liz Hack (33:51):
There's nothing better than face to face. There really
isn't, and that's that's whatwe've built this community on.
Scott Hack (33:56):
Yep. Alright. So thank you everybody for joining
us for another episode of theReal Estate Distilled podcast.
We appreciate you coming alongon this journey with us as we
shared some information fromJake and gave you a little bit
of a taste of his talk for thereal estate distilled
independent broker form thatwe're gonna be doing. Again, you
can visit Jake on Facebook, JakeDixon twenty nine, or you can
(34:19):
look up and Google the lockerroom coaching and find Jake
there.
We'll have his link down belowin the show notes. I'm going to
sign off. Thank you all againfor joining us. Scott Hack with
Lizack here. We'll see talk toyou all soon.
Liz Hack (34:31):
Thanks, guys.
Announcer (34:34):
That's a wrap for this episode of the Real Estate
Distilled podcast. Visitrealestatedistill.com for more
tips, and jump into our Facebookgroup to keep the conversation
going. Here's to making everytransaction a smooth pour.
(34:54):
Cheers.
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